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Consumer Behaviour: 1. Why Is Weber's Law A Challenge For Green Marketers?

Weber's Law presents challenges for green marketers trying to reduce package sizes. Customers must pay the same price for less detergent. Manufacturers use bottle cap design to persuade customers that less detergent is needed. Subliminal perception may not work as intended. Stimuli must be above a perception threshold to be consciously noticed. Marketers aim to craft messages that customers consciously perceive, not unconsciously. Perceptual vigilance means we notice stimuli related to our needs, while perceptual defense means we ignore threatening stimuli. Adaptation occurs when stimuli become too familiar and require stronger doses to notice. The Gestalt principle of "the whole is greater than the sum of its parts" means that humans

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358 views2 pages

Consumer Behaviour: 1. Why Is Weber's Law A Challenge For Green Marketers?

Weber's Law presents challenges for green marketers trying to reduce package sizes. Customers must pay the same price for less detergent. Manufacturers use bottle cap design to persuade customers that less detergent is needed. Subliminal perception may not work as intended. Stimuli must be above a perception threshold to be consciously noticed. Marketers aim to craft messages that customers consciously perceive, not unconsciously. Perceptual vigilance means we notice stimuli related to our needs, while perceptual defense means we ignore threatening stimuli. Adaptation occurs when stimuli become too familiar and require stronger doses to notice. The Gestalt principle of "the whole is greater than the sum of its parts" means that humans

Uploaded by

Thuong Dang
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Consumer Behaviour

1. Why is Weber’s Law a challenge for green marketers?


Ironically, Weber's Law presents a barrier to green marketers who aim to reduce
package sizes when producing concentrated (and more earth-friendly) versions of
their products. Laundry detergent manufacturers must persuade their customers to
pay the same price for almost half the detergent. Furthermore, the size of detergent
bottles is dropping dramatically due to demand from large merchants such as
Walmart that want to place more bottles on their shelves. Procter & Gamble,
Unilever, and Henkel all claim that their new concentrated detergents will allow
users to wash the same number of loads with half the amount of detergent. The
modification of the bottle cap is one perceptual technique they're using to try to
persuade consumers of this: P&G and Church & Dwight are both manufacturers.
use a cap with a broader base and shorter sides to persuade consumers that they
need a smaller amount.
2. Does subliminal perception work? Why or why not?
A German advertising firm and the broadcaster Sky Deutschland are collaborating
on a new advertising platform that will target tired passengers who rest their heads
against train car windows. It's known as the "talking window," and it employs
"bond conduction technology," which creates vibrations that the brain interprets as
sounds. As the passenger begins to doze off, he or she will hear a voice inside their
head pitching a product. 55 That will pique your interest! Most marketers seek to
develop messages that are above consumers' thresholds so that they get noticed.
Contrary to popular belief, many consumers feel that marketers plan many
advertising messages to be perceived unconsciously, or below the threshold of
notice. Limen is another word for threshold, and stimuli that dip below the limen
are referred to as subliminal. A stimulus that is below the level of consciousness of
the consumer is referred to as subliminal perception.
3. Compare and contrast perceptual vigilance and perceptual defense.
How do marketers seem to "know" when you're hungry and target you with food
ads at certain times? The answer is no, at least not yet. Perceptual vigilance
indicates that we are more likely to notice stimuli related to our current
requirements. Perceptual defense is the inverse of perceptual vigilance. This means
that we see what we want to see and ignore what we don't want to see. If a stimulus
threatens us in some manner, we may choose not to process it or alter its meaning
to make it more acceptable. A heavy smoker, for example, may block out images
of cancer-scarred lungs because they are too near to home. Another issue to
consider is adaptation, which is the extent to which consumers continue to perceive
a stimulus over time. When we no longer pay attention to a stimulus because it is
so familiar, we are said to be adapting. A consumer can "habituate" to a stimulus
and require higher "doses" of it to notice it.
4. “The whole is greater than the sum of its parts.” Explain this statement
Based on some fundamental organizational principles, our brains tend to associate
new sensations to others already in memory. These concepts are derived from
Gestalt psychology, a school of thinking that holds that humans interpret meaning
from the entirety of a set of stimuli rather than from any one signal. Gestalt is a
German word that loosely translates to "whole, pattern, or configuration," and we
can characterize it as "the whole is larger than the sum of its parts." A piecemeal
approach that examines each component of the stimulus separately is incapable of
capturing the whole effect.

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